1. IntroductionToday, the world challenged by the disrupting ecosystem concerns about how to utilize environmental and natural resource for accelerating industries with “green” engine. Accordingly, consumers become more socially responsible to the environment, which leads to socially responsible consumption, such as saving energy, buying eco-labeled products, sorting waste or recycling (“Green marketing”, 2010; Haanpää, 2007; Hartmann & Apaolaza-Ibáñez, 2009). As more businesses trade in foreign countries, they see the need to establish their reputation as good citizens in engaged countries (Chapple & Moon, 2005). Further, the increase in global business watchdogs (e.g., NGOs and ethical investment ﬁrms) and in standards of business practices has forced companies to be more involved in CSR in the global marketplace (Chapple & Moon, 2005).

Likewise, Korea in Asia is one of the leaders taking the initiative and positioning to capitalize on a shift in policy and growing consumer awareness for green consumption (“Green purchases”, 2009). Particularly, Korean government with vision of “green growth” pays a special attention to environmental sustainability, such as energy saving, green or eco-friendly consumption. Given this situation in the market, more companies than ever before, including department stores such ☆ The authors thank Charles R. Taylor, John A. Murphy Professor of Marketing, Villanova School of Business, Seigyoung Auh, Ph.D., Global Marketing, Thunderbird School of Global Management, and JBR reviewers for reading and comments of an early version of this article.

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Morteza Khazaei
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E-mail: morteza_khp66@yahoo.com
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